جستجوی مقالات مرتبط با کلیدواژه « marketing » در نشریات گروه « علوم ترویج »

A suitable business model in the agricultural value chain enables the use of the full potential of the agricultural sector. The most important and first horticultural product of Iran is citrus fruit, which ranks 7th in the world. However, it occupied the 31st rank of the world market. The disproportion between the production and the effective share in the global market indicates that there is no good pattern in the product value chain. With the production of 1.4 million tons of citrus fruits, Fars province ranks second among the provinces of the country. This research is looking for an optimal model of citrus value chain according to economic, social, cultural, biological, and structural components. Delphi technique was used to prepare the required information and complete the questionnaire by holding briefing sessions with the participation and consensus of 32 experts of the province, including experts related to production, unions, leading gardeners, exporters, and experts related to the citrus processing industry. Analytical Hierarchy Process (AHP) was used in order to analyze the data, calculate the weight of the criteria, and achieve the best citrus value chain model. The results of this research showed that the economic, socio-cultural, bio-environmental, and structural components in the province play a significant role in explaining the desired business model in the citrus value chain. Therefore, based on the above-mentioned four criteria and 21 sub-criteria studied, with the highest relative weight of 0.399, the "Orchestrator model" is the best model among the business models in the value chain. Furthermore, with a relative weight of 0.128, the "Integrated model", which was ranked last, is the least important model.

Population changes, technology, inflation, unemployment, lack of development and other environmental factors have made human society face many challenges. In response to these problems, governments, organizations and public opinion have emphasized entrepreneurship and it is considered as the engine of economic development. Providing any solutions to solve the mentioned challenges requires identification of these problems. Th main purpose of current study was to recognize and categorize the inhibitors and obstacles of entrepreneurial activities development of agricultural business owners who are members of Omid Entrepreneurship Fund of Fars Province.

This descriptive study was conducted usind survey and the questionnaire to collect data. The face validity and reliability of the questionnaire was confirmed by a panel of the professors at Shira University as well as computing alpha Cronbach`s coefficient. The studied population was the members of Omid Entrepreneurship Fund of Fars province, from which a random sample of 70 individuals was selected.

The findings showed that individual-personality barriers, educational barriers, economic barriers, barriers related to structure and policy, and environmental-cultural barriers were the five main inhibitors in starting and developing entrepreneurial activities of members. According to the results, the entrepreneurial alertness of the respondents was at average level as an important part of the individual-personality factor. Based on findings, the business owners of Shiraz had higher entrepreneurial alertness than The Marvdasht entrepreneurs, significamtly. The entrepreneurial alertness of the respondents did not have any significant difference in terms of gender and the areas of work activity.

Based on the findings individual-personality barriers were considered as the most important obstacles in the entrepreneurial businesses` development. Among these, entrepreneurial alertness included a set of psychological characteristics that would be helpful for an entrepreneur to expand his business. On the other side, an entrepreneur who is weak in the entrepreneurial alertness `s dimensions, would be unable to develop his business and will face more problems and challenges than others. It was suggested to hold purposeful educational workshops regarding the strengthening of entrepreneurial psychological characteristics as well as marketing principles and methods, business rules, technical and managerial skills in order to improve the entrepreneurial activities of the members. In addition to that, improving the social networking and interpersonal and group communication among the members of Omid Entrepreneurship Funds as a union, introducing and encouraging the top entrepreneurs of each region and holding periodical meetings in the province and the country were also recommended to improve the access of entrepreneurs to the daily news of the world and updated and new information. Thus, under this circumastances, profitable opportunities will be identified by trained and active entrepreneurs, which will ultimately increase the level of entrepreneurial alertness of business owners.

The current research conducted with the aim of identifying the effective structures on the success of nomadic cooperatives in Fars province. This research used a quantitative approach, which conducted using a survey method. The data obtained via a questionnaire from 380 nomadic cooperatives members in Fars province, who selected using Krejcie and Morgan table with proportional assignment. The results showed that the relationships between internal factors such as relationship between socio-cultural, economic and management structures as well as external factors i.e. socio-cultural, economic, policy and educational structures with the success of nomadic cooperatives was positive and significant at 1% level. In addition, the results of multiple regression in a step-by-step method showed that internal factors such as economic, socio-cultural, educational and managerial structures as well as external economic, political and socio-cultural structures totaled 79.1% of the changes in the dependent variable. Therefore, internal and external factors are effective and have a role in the activities of cooperative companies, which directly and indirectly influence the way cooperatives operate. According to the results, for nomadic cooperatives to be more successful, holding empowerment meetings and workshops related to the principles and goals of the cooperative and the duties of the members and the board of directors recommended. Moreover, providing suitable and easily accessible banking facilities and communicating with other cooperatives by holding meetings to introduce the best cooperatives in the field of production, marketing, and performance, high profitability and waste reduction are also recommended.

The purpose of this article is to identify, categorize and model the factors affecting the marketing and development of Guilan rice acceptance. Rice is known as a strategic product in Guilan province, but its weak marketability has led to a decline in the agricultural economy of this product. It is thought that the findings of this study can be useful in better policy and management of this issue.

Due to the scope of the problem and the hiding of many influential variables in this research, we used grounded theory method as one of the qualitative research methods. For this reason, according to purposive sampling, we interviewed experts to achieve theoretical adequacy. to obtain the validity and reliability of the data, we used two methods. non-participant experts’ reviews and participant’ reviews.

A total of 395 initial codes were identified from 26 interviews after initial coding. After eliminating the iterations, 318 concepts and 61 main categories were structured based on strauss and corbin paradigm model. Finally, the categories were screened and the final 30 categories were identified consist of causal, contextual and intervening condition, strategies and results with the focus on the core category. In addition to the paradigm model, research-based suggestion were presented, which briefly include: developing rice alterant and processing industries, determination of guaranteed prices by the government for the purchase of rice from the farmer, sensitivity to customer needs, using e-marketing, developing agricultural marketing training programs, provide low interest loans, development of agricultural insurances for risk management, creation of a secondary source of income for farmers in unemployment seasons, timely supply and management of the product to the market, subsidies to domestic farmer to increase their incomes and reduce migration to cities, importing whole grain rice instead of white rice, allocating special funds for basic research, creating a strong organization with the aim of managing rice market and marketing services, holding farmers' meetings with relevant marketers, factory owners and managers, benefiting from food distribution marketers in other provinces, joint promotions of manufacturers and marketers, providing conditions for export.

The presented paradigm model is the result of interviews with groups that are tangibly related to rice crop from different views: Managers and policy makers, experts, farmer, factory owner, sellers of agricultural implements, non-farmer marketers (sellers), farmer marketers. The presence of these diverse groups shows the comprehensiveness of this research. The paradigm model obtained from the research along with the suggestions can be considered as a reliable basis for managing the pre-production, production and post-production of this strategic product and even other agricultural products and be effective in developing the market acceptance of this product.

Explaining an appropriate structure for research and development (R&D) and innovation in rural cooperatives can be a factor in solving problems and improving the technical and marketing capabilities of these companies. Accordingly, the purpose of this study is to provide a model of innovation in the R&D process in handmade carpet cooperative unions, which is in the form of a practical and mixed study, followed by an inductive approach. In the first step, in order to identify the innovative needs and role-players of this process, systematic review and interviews with experts are used, and then by forming a hierarchical structure of network analysis process (ANP), innovative needs, R&D stages, and finally the importance of each role player in the research process was determined. The Demetel techniques and the best-worst method were used to define the ANP supermatrix. In this analysis, the statistical population of experts and activists of these cooperatives are considered as data sources, and using a judgmental and purposeful method, 16 people participated in determining the needs and 21 people in weighting and prioritizing. Findings show that innovation in production technology, products, work processes, and sustainable and green production have the highest priority in the innovative needs of these cooperatives. Also, the stages of commercial production, research, and marketing are most important in the R&D process. Finally, the results show in the commercial production stage, supporters, suppliers, and customers, in the research stage, research units, and in the marketing stage the customers can have the most cooperation.

The present study is conducted with the aim of Identifying and Prioritizing Effective Factors on rural and agricultural products marketing in Ilam province emphasizing the role of agricultural and rural cooperatives by AHP Method. Research Methodology This research is an applied and descriptive research. The executive process consists of two main steps. The first step is to identify and categorize the factors influencing marketing using the Delphi method. In the second step, we analyzed the data from the expert questionnaire using Expert Choice version 11 software. Based on the results of prioritization among the main criteria, infrastructure, institutional and legal factors with 0.52 standard weight were ranked first and management and marketing factors with 0.48 standard weight were ranked next. Also among the sub-criteria, infrastructure and rules with respect to 0.134 integrated weight, collecting and concentrating products with 0.124 integrated weight ranked first and second respectively. Among the sub-criteria related to management and marketing factors, advertising and promotion of products with integrated weight of 0.153 and training of residents of these areas with integrated weight of 0.106, respectively, ranked first and second in importance and priority, respectively.

One of the main contexts of womenchr('39')s participation in rural society is the creation of small businesses and entrepreneurship or self-employment. Microfinance funds and the Omid Entrepreneurship Fund have played a significant role in this regard. The main aim of study was to analyze the marketing activities of women entrepreneurs in the Agricultural Development Specialized Holding Companies and Omid Entrepreneurship Fund in Fars province. This survey study was conducted using stratified random sampling method and 307 individuales were interviewed through questionnaires for data collection. The main comparisons between the two women groups were done using T-tests. Based on the results, women entrepreneurs who are the members of Specialized Holding Companies had higher mean in terms of marketing methods awareness, marketing mixes, strategies and environmental factors than the members of Omid Entrepreneurship Fund. The members of the Specialized Holding Companies also were in a better position than women in the Omid Entrepreneurship Fund in terms of personality traits (success, risk-taking, creativity, and independence). In this regard, some applicable suggestions were presented in oreder to improve the marketing activities of rural women.

Although the export of agricultural products in Iran has an important role in the national economy, but agricultural production cooperatives have failed in marketing and exporting products. The aim of this study was to determine the appropriative strategies for marketing and exporting of agricultural products in agricultural production cooperatives of Maku Industrial and Trade Free Zone. An applied research was conducted by using a survey method and a questionnaire. The statistical population included directors and members of the board of directors of the two production cooperatives and experts who were 40 people in overall that were studied by the census method. Using internal and external matrices and SWOT analytical matrix, strengths, weaknesses, opportunities and threats facing cooperatives were prioritized and then appropriate strategies were identified. Based on the results, a total of 12 strength versus 20 weaknesses and 13 opportunities against 13 threats were identified. Based on the results, a conservative- revision strategy was identified to use opportunities and eliminate weaknesses. The proposed strategies were: using investors to create processing and complementary industries; Utilization of new production technologies; Employing specialized staff and managers in production cooperatives; Granting banking facilities with special conditions to exporters of agricultural products; Conduct marketing research; Quantitative and qualitative improvement of agricultural products; And timely provision of production inputs.

The resilience of women businesses is a key factor in the survival and development of rural businesses which follow to poverty reduction and sustainable economic growth. Business resilience helps the entrepreneur to adapt and resist crises, which can be one of the drivers of successful womenchr('39')s entrepreneurial performance. Analyzing the entrepreneurial resilience of small and medium-sized businesses of rural women in Fars province was the main purpose of the study. All members of Fars Province Agricultural Development Specialized Holding Companies were the population of research which 269 of them were selected as a sample by stratified random sampling method for data collecting using questionnaire. Resilience of women entrepreneurs was measured based on Lifespan Resilience Scale-Business (LRS-B). The Resilience of rural women businesses was moderately upward in studied businesses. Comparison of women entrepreneurship resilience in Shiraz, Marvdasht and Estahban indicated that women entrepreneurs in Marvdasht have more business resiliency than women in Shiraz and Estahban. Variables of marketing strategies, marketing mix, marketing methods, firm support and marketing attitude had a positive and significant correlation with the resiliency of women entrepreneurs. According to regression results, marketing strategies, marketing mix, marketing methods and marketing attitude were the determinants of women businesses resilience. Finally, some applicable recommendations were presented in order to improvement of resiliency of rural women businesses.

Creating full employment is one of the macroeconomic goals of politicians in all countries. Unemployment is one of the major problems facing the Iranian economy, which its reduction, requires investment in various sectors of the economy and production boom. Improving the marketing situation of agricultural products can boost production, increase income and employment in agriculture. An agricultural commodity exchange boom is one way to improve the marketing position of agricultural products. The agricultural commodity exchange is an organized marketplace and a speculative example of the hypothetical of the markets. Traditional Iranian markets are not efficient for reasons not competitive, smallness, the existence of multiple marketing layers, the lack of transparency of market information and the existence of price fluctuations. Hence, the purpose of this study was to identify barriers to entry of selected agricultural products in Khorasan Razavi province to the Commodity Exchange. For this purpose, the most important barriers to supplying agricultural products were first identified by the Fuzzy Delphi method and then, using the fuzzy DEMTEL technique, the effect of each indicator on the supply of goods was investigated. The statistical population of this research includes agricultural Jihad experts, university professors and brokerage experts in Khorasan Razavi province in 2018. The results indicated that the most important obstacles to the supply of agricultural products to the stock exchange were the lack of educational systems to increase the skills and knowledge of farmers with the stock exchange, the lack of integrated agricultural organizations, commodity corruption, non-uniformity of goods (non-homogeneity of products), the absence of contracts proportional to the conditions for agricultural producers and buyers, and the existence of parallel markets such as Fruit and vegetable squares. Investigating the Interactions of factors illustrate that the lack of educational systems to increase the skills and knowledge of farmers and the lack of familiarity of agricultural producers with agricultural commodity stock are the most effective factor and the lack of appropriate contracts to the conditions of the producers and buyers of agricultural products, the corruption of goods, non-uniformity of goods, and the lack of coherent agricultural associations are the most influential or most perceptible factors. Finally, it is recommended to familiarize producers with the agricultural commodity exchange and to provide the necessary background for the commodity producers to supply the commodity exchange.

Given the importance of agricultural products marketing, in the present study different aspects of livestock products marketing in Khuzestan province with emphasis on the role of cooperatives was assessed. Data was obtained from 450 community producers, cooperatives, wholesalers, retailers and consumers of livestock products through a questionnaire. The results of the research showed that production cooperatives did not play a significant role in marketing products. As a matter of fact, the lowest capital was given to marketing activities and. devoted to the cooperative sector.

More than half a century has passed since agriculture cooperative companies were established, but still these companies cannot fulfill a role befitting a national economical section with importance and expansion as that of agriculture has not yet found their true position in development and extension of sustainable agriculture. This study was conducted in 2008 aiming to examine the status of the agriculture cooperatives companies in Bushehr and Dashtestan cities and the factors contributing to the lack of success in these companies. The statistical population consists of all related experts and specialists in Bushehr's Province General Office of Cooperation and other related offices and the province's agricultural cooperative companies Managing Directors. Sampling method was simple random type and sample size was determined 56 persons using Neyman – Pearson method. Data gathering tool was a questionnaire with five choice questions (using Likert spectrum) and data analysis was carried out according to subject's requirements by descriptive and inferential statistical methods (Hypothesis and T Tests). The results show that factors that play an important role in province's unsuccessful agricultural cooperative companies include: lack of cooperation and suitable reaction from province's executive bodies, high costs of raw material & provision, high commissions of bank facilities and long procedures for acquiring such facilities from banks and financial and credit institutes, insignificant capitals, lack of proper cooperation from the province's cooperative fund, unfavorable marketing and absence of proper information services in various fields.